If there’s anything that will send potential customers clambering over each other to escape your vile, salesman clutches, its conclusive proof that your product does deliver on its USP. Of course, it doesn’t help if your product is proven to be rather less than what it was advertised as on national television, as the CEO of Sonim found out when a BBC reporter took him at his word.

Offer your guarantees, Mr Sonim man, it means nothing when your supposedly unbreakable phone is nixed by a few taps on the side of a fish tank. Apparently you can hammer nails with it, but anything with a larger surface area will render it an expensive paperweight:

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